The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS_OH21_057M
About the Work
To launch the Samsung S20 phone with 100x zoom we did something massive by doing something tiny. Microcodes were hidden in print and OOH placements nationwide, invisible to the naked eye. Throughout the campaign, winning code locations would drop through social, influencer and PR coverage, driving hoards to be the first to find the clue and win a S20.
With the S20’s 100x zoom, seeing them clearly would be a breeze, without - you’d have to resort to extremes. Perfectly showcasing the phone’s superiority over other devices, whilst engaging a nation to become obsessed with every pixel of our ads.
With the S20’s 100x zoom, seeing them clearly would be a breeze, without - you’d have to resort to extremes. Perfectly showcasing the phone’s superiority over other devices, whilst engaging a nation to become obsessed with every pixel of our ads.
2021 Awards
Total Points: 3
Merit
Credits
Agency
CHE Proximity / Australia
Production Company
Heckler / Sydney
Art Director
Daniel Smith
Chief Creative Officer
Ant White
Copywriter
Ernie Ciaschetti
Creative Director
Ashley Wilding
Daniel Davison
Gavin Chimes
Director
Tim Kindler
Executive Creative Director
Wesley Hawes
Producer
Karine Pawel
Head of Design
Darren Cole
Account Director
Lucy Jones
Digital Design Lead
Reece Lawson
Director of Product Marketing
Eric Chou
Director, Strategic Production
Holly Alexander
Group Account Director
Hannah Austin
Head of Marketing - Mobile
Hayley Walton
Marketing Manager
Hayley Wilson
Operations Director
Mary-Anne Truong
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